Facebook shifts focus away from branded content and towards social interaction

Andy Boxall | January 15, 2018

App Business

Facebook’s Mark Zuckerberg says he will change the goal he gives the social network’s product team for 2018: Shift away from pushing relevant content discovery, and promote meaningful social interactions instead. Zuckerberg described his intentions in a lengthy post on the site in January.

Mark Zuckerberg wrote:

“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups. As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”

Video is used as an example of where changes will be made, with Facebook highlighting live videos — where it sees more interaction — than standard video or news stories. Page updates, it says, are a passive experience. Live videos are more interactive.

Zuckerberg warns that the changes will affect some performance measurements, and fully expects time spent on Facebook to go down. However, the time people are on Facebook will become more valuable to them.

Zuckerberg added:

“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.”

By signing up you agree to our privacy policy. You can opt out anytime.